Brian Pasch leads dealers through marketing strategies and products that can impact sales, increase profits, and grow market share. Brian explains the "WHY" behind his recommendations and the video recording is also available to go along with these slides. Contact Brian Pasch for the video link at: brian@pcgcompanies.com. PCG is proud to be an authorized reseller for marketing automation tools Lotlinx, which enhances our ability to create effective marketing campaigns for our clients. We receive a commission for LotLinx sales and support.

1. HOW TO TURN YOUR
MARKETING IDEAS INTO
MARKETING ACTIONS
All that planning means nothing if
you’re not executing!
Brian
Pasch,
CEO

2. My Background
• Graduate
of
Rutgers
University
with
a
BS
in
Physics
• Life?me
Resident
of
New
Jersey
• Proud
father
of
Connor
Pasch
(17)
• First
Book
Published
by
Pren?ce
Hall
in
1984
• Second
Book
Published
28
years
later
by
Celebrity
Press
in
2012
• Third
Book
Published
2013
“Selling
Cars
In
The
Digital
Age”
• Informa?on
Technology
Was
My
Core
Career
• Formed
PCG
Digital
Marke?ng
in
2005
• Created
PCG
Consul?ng
in
2011
to
Training
&
Coaching
• Ac?ve
Automo?ve
Speaker,
Writer,
&
Strategist
• Love
Working
with
Dealers
of
Strategy
&
Process
2

3. Defining What CRM-Centric Really Means
Now
available
in:
• Italian
• Spanish
• Dutch
www.SellingCarsBook.com

4. March 16-18th in The Napa Valley
h]p://www.DigitalMarke?ngStrategies.org

5. Twitter Hashtag: #Paschon

8. The Why?

10. Vendor Checklist & Log
q What
Problem
Was
The
Vendor
Hired
To
Fix?
q How
Did
They
say
They
Would
Fix
The
Problem?
q Did
We
Benchmark
Data
Before
They
Started?
q How
Long
Did
They
Say
It
Would
Take
To
See
Change?
q What
KPIs
Will
I
Need
To
Inspect?

11. Got
a
Ques?on?
Ask
our
Expert!
Empowering
Be<er
Decisions
11
Introducing
The
Switzerland
of
Data
Repor?ng
Sofware

13. 4.1
1.3
2005
2006
2007
2008
2009
2010
Average car-buyer will make only 1.3 lot visits before purchase
source: JD Power “2011 Internet Roundtable”

14. First
Impressions

15. Customers Are Visiting
Less Showrooms, Make A
Great First Impression
#Paschon

16. Consumers Are Less Brand Loyal

17. Customers Are Less
Brand Loyal….
Create A Consultative
Experience!
#Paschon

19. Over 50% of Traffic is Mobile
53%
Toyota
Store
in
Texas
9,712+
2,814
=12,526

20. 3:1
Calls
To
Website
Lead
Forms
(Desktop
Shoppers)
26:1
Calls
To
Website
Lead
Forms
(Mobile
Shoppers)
Source:
Dealer.com
Consumers
Are
More
Confident

21. Mobile Shoppers Will Be a
Majority of Your Business –
Embrace Them!
#Paschon

22. Phone Calls Are On The
Rise – Phone Training Is
Back in Style!
#Paschon

24. Customer Has Changed
The
Customer
Has
Changed

25. That
guy
is
a
ninja!
Who
Should
Get
My
Business?

26. Pre-Internet
Today
The consumer
needed to visit for:
The consumer
needs to visit for:
•
•
•
•
•
•
•
• Test Drive
• Delivery
• Service
Features
Pricing
Availability
Test Drive
Payments
Delivery
Service

28. I
also
like
the
Hyundai
Sonata….let’s
see
what
they
know
about
my
second
choice…

29. Why
Buy
From
You?

31. te
a
re
C
re
tu
l
u
C
a
31

32. Your Dealership
is an
E-Commerce Business…
Until The Customer Walks In The Door
#Paschon

35. #1 Increase Engagement On Dealership Website
•
•
•
•
•
Original Photos For New Cars
VDP Merchandising Tools
EyeQuant To Test Key Engagement Pages
Adding Your “Why” Videos
Don’t Forget Service

36. Source:
Cobalt/ADP

37. Proactive Engagement with a Bonus!
Pop-­‐Up
Chat

38. The
Data
Speaks
For
Itself

39. PureCars

44. www.EyeQuant.com

45. CrazyEgg.com – Heat Mapping

46. Just Because You Can Add
Anything to a VDP…
It Doesn’t Mean That You Should!
#Paschon

47. Dealership Video Placement
• Hours & Directions
• About Us
• Service Appointments
• Finance Applications

49. Don’t Complain About The
Limits with OEM Mandated
Websites…
When you can add your store’s
personality through video and
imagery very easily.
#Paschon

50. # 1 Increase Engagement On Dealership Website

51. #2 Increase Leads From Our Website
•
•
•
•
•
VDP Design: What Can We Learn
Rethinking Lead Thank You Pages
Should You Add Pop-Up Coupons
Non Negotiable: Pro-Active Chat
Phone Calls Are Leads – Fix The Leaks

53. Search
Result
Pages
(SRP)

54. Photos
Reviews
Warranty
Scarcity
Buy
It
Descrip?on
Related
Items

55. No
Scarcity
No
Reviews
No
Descrip?on
Photos
Quasi
Buy
It
Related
Items

56. No
Scarcity
No
Reviews
No
Related
Items
Photos
Descrip?on
Quasi
Buy
It

57. Thank You Pages

58. A
member
of
our
team
will
be
contac?ng
you
regarding
your
inquiry.
At
Pres?ge
Volvo
we
make
it
easy
to
purchase
a
vehicle,
and
here
are
some
addi?onal
resources
that
you
might
find
helpful
during
your
research:
Get
Top
Dollar
For
Your
Trade-­‐In
View
Current
Lease
&
Finance
Offers
Current
Volvo
Incen?ves
&
Rebates
View
Used
Car
Specials
Learn
About
The
Volvo
Warranty
Get
To
Know
Our
Service
Department
View
Recent
Customer
Reviews
Meet
Our
Store
Manager

59. “Pro-Active” Coupons & Offers
DealerOn
E-­‐AutoSavings™
Systems
Uses
Proac?ve
Coupons
&
Offers
to
increase
leads.

60. Pro-Active Chat

61. Make It Easy To Call & Track Calls
YES!!

62. #2 Increase Leads From Our Website

63. #3 Increase Lead Contact Rates
• Testing Your Email & HTML5 Email Templates
• Revising Email Communications
• Provide Links For More Info
• Utilize Videos with Walkarounds
• Implement Lead Nurturing
• Implement a Longer Contact Cycle

64. h]p://htmlemailboilerplate.com/
HTML 5 Templates
HTML5
Rocks!

66. Personality Selling
69

67. 78
Get
a
Second
Eye
on
Your
Email
Templates

68. More Links – Mystery Shop Fail
• 14
Top
Performing
Dealers
• None
Of
The
Store
Provided
Alterna?ve
Vehicles
• One
Dealer
Provided
A
Link
Back
To
Their
Website

69. Dealer
Names
Blocked
For
Webinar

70. 114

71. Initial Video Responses Via CRM

72. Personal Thank You Message

73. Video Scripts In Book
115

74. h]p://www.walkaroundvideos.com/

75. Lead Nurturing Software
18
• Facing
The
Reality
That
People
Focus
on
Fresh
Opportuni?es
• Pay
Plans
Are
Aligned
With
Short
Term
Engagement
• Solu?ons
on
the
market
include:
• AVA
• Ace
(Automated
Customer
Engagement)
• Leads
marked
“dead”
come
back
to
life
through
consistent
engagement.
• When
a
contact
is
made,
lead
is
reac?vated
in
the
CRM.

76. #3 Increase Lead Contact Rates

77. #4 Increase Effectiveness of SEM Campaigns
• Cost Per Shopper
• Cost Per VDP View
• Measure VDP Penetration

78. Let’s Define The Word Car
Shopper…
as someone who visits at least
one Vehicle Detail Page on the
Dealer’s Website
#Paschon

79. LotLinx Redefining KPIs For Dealers

81. Google Adwords – Inspecting CVV

82. Using CVV Numbers to Improve ROI
• Identify campaigns designed to sell cars
• Find campaigns with High CVV and Low
Percentage of VDP Views
• Do Keyword Analysis to see which
keywords are NOT driving shoppers at a
reasonable cost.

83. #4 Increase Effectiveness of SEM Campaigns

84. #5 Increase Organic Traffic (SEO)
•
•
•
•
Google Keyword Blocking
Original Content That Engages
Invest In Professional SEO Tools
Conductor Integration with ROI-BOT in March

88. The Most Advanced SEO Platform

89. Visualize the Performance of Your Search Efforts
Opportunity
to
improve

90. Track the Competition

91. Get Powerful New Reporting

93. #5 Increase Organic Traffic (SEO)

94. #6 Improve The Consumer’s First Impression
• Call Inspection
• Call Coaching
• Call Center Backup

95. Old Is New: Phone Process
• Stop
the
Profit
Leaks
on
Phone
Calls
• Invest
in
a
backstop
while
improving
phone
training
&
processes
• Don’t
let
an
opportunity
missed
result
in
a
lost
sale
or
decreased
CSI.
• All
you
marke?ng
dollars
are
impacted
by
phone
process.
12

96. Research Automated Scoring Systems
• www.CallRevu.com
• www.CarWars.com
*
• www.CallSource.com
*
CarWars
is
a
partnership
with
Century
Interac?ve
&
Phone
Ninjas

97. 50
Call Centers As Sales Insurance

98. # 6 Improve The Consumer’s First Impression

99. #7 Close More Opportunities
•
•
•
•
Become a CRM Centric Dealership
Stop Making Excuses For Technology
Get Help – You Are Not Superman
Rethink The Sales Workday

100. Sales Managers Must Become…..
CRM Experts

101. Review
The
CRM
TOGETHER!

102. MONTHLY TRACKINGS
SOURCE
ORGANIC
WEBSITE
AUTOTRADER
CARS.COM
ADWORDS
CRAIGSLIST
CHAT
PHONE
TOYOTA
LEADS
SHOWROOM
VISITS
CALLS
LEAD
FORMS
CONTACTS
APPOINTMENTS
SHOWS
SOLD
%
SOLD

104. Where
Is
My
Cheese?

105. Where
Is
That
UP
Bus?

106. 50%
Of
The
Day

107. Automating The Up Rotation
•
•
TheNextUp – Found Product at NADA
Toyota of Riverside- Marshall Gordon
– 25% Increase In Logged Ups
– Keep Everyone Accountable
– Sales Managers Must Inspect Productivity

108. Redefining The Sales Day
• All CRM Schedule Tasks Are
Completed
– Make all scheduled calls
– Send all scheduled emails
• Prospecting Phone Calls
• Building a Referral Network on LinkedIn
• Leveraging Video Marketing

109. #7 Close More Sales Opportunities

110. #8 Increase Post Sale Engagement
• Mobile Apps
• Equity Mining Tools

111. Dealership Mobile Apps
• Mobile
Apps
Have
Come
A
Long
Way
• Two
Way
Communica?on
Now
Possible
• Integrated
Inventory
&
Promo?ons
• Service
Reminders
and
Specials

112. Place Your Inventory in an App

113. Proactive Equity Mining
•
•
•
•
Deal Activator (Dominion Dealer Solutions)
Perfect Prospect (ELEAD1ONE)
Red Bumper
Revenue Radar (DealerSocket)

114. #8 Increase Post Sale Engagement

115. Dealers
&
Managers
Have
Report
Burn
Out!

116. What Are The KPIs I Should Be Focusing On?

117. 117

119. Dealer
Scorecard

122. March 16-18th in The Napa Valley
h]p://www.DigitalMarke?ngStrategies.org

123. List of Companies Mentioned
•
•
•
•
•
•
•
http://www.emailonacid.com
http://htmlemailboilerplate.com
http://wwm.carwars.com
http://www.centuryinteractive.com
http://www.callrevu.com
http://leadtoshow.com
http://www.purecars.com

124. List of Companies Mentioned
•
•
•
•
•
•
•
•
http://www.drivingforceauto.com
http://www.roi-bot.com
http://www.eyequant.com
http://www.crazyegg.com
http://www.elead1crm.com
http://www.walkaroundvideos.com
http://www.SellingCarsBook.com

125. List of Companies Mentioned
•
•
•
•
•
•
http://www.phoneninjas.com
http://www.pcgconsultingservices.com
http://www.pgiauto.com
http://www.lotlinx.com
http://www.ContentMotive.com
http://www.TheNextUp.com

126. Let’s Connect Online
Facebook:
https://www.facebook.com/
brianpasch
Twitter: @AutomotiveSEO
Brian
Pasch,
CEO
PCG
Companies
brian@pcgmailer.com
LinkedIn:
www.linkedin.com/in/brianpasch